The Sports Marketing Strategy Of FMCG Industry In Market Ing 3.0 Era

With the coming of marketing 3.0 era, great changes have taken place in enterprise’s marketing environment. The development of social media, the popularity of mobile terminals and the reducing internet cost make the whole society a participation age. Consumers also convert from the traditional recipient of information into interaction and communicators. At the same time, enthusiasm and participation for sports is gradually increased with the improving of the economic level. Therefore, FMCG enterprises have feasibility of sports marketing. But most FMCG enterprises which simply relying on a single form to carry on the sports marketing and the traditional media still stay in marketing 2.0 sports marketing mode, not reflecting the true value of sports marketing in new marketing environment. If enterprises want to develop sports marketing in marketing 3.0 era, they must comply with the continuous development trend of changing internet media environment and changing consumer behavior, gathering traditional media and new media in all kinds of ways in order to carry on the sports marketing.On the sports marketing policy, FMCG enterprises should adjust enterprise marketing combination strategy according to sports marketing. In terms of product policy, enterprises should adjust their own product portfolio according to their marketing position, combining with marketing circumstance to launch a new product or upgrade product for formulation or packing. In terms of price policy, product prices should change basing on the adjustment of product positioning and launching of new products or upgrades. In terms of promotion policy, first of all, advertising is an important part of enterprise to carry on the sports marketing, which is able to show the core ideas and values of sports marketing and expand the influence of their sports marketing. However, companies should adapt to the change of media environment and consumers’media habit. However, companies should adapt to the change of media environment and consumers’media habits which means they should increase the investment in Internet advertising. Second, FMCG companies should also combine their sales promotion strategy with their sports marketing activities。Under the new marketing environment, the FMCG companies not only need to adjusted their marketing mix to their sports marketing activities, but also need to use micro-marketing tools (micro-blog, wechat, micro-film, etc.) to promote their sports marketing activities and attract consumers participation and interaction. The FMCG companies should to use Emotional Marketing and interactive activities as the main means to arouse the resonance of costumers, further to realize the reputation spread of the company. At the same time, the FMCG companies should establish the corresponding mechanism of budget and evaluate, in order to ensure the orderly manner and effective feedback of their sports marketing activities.In marketing 3.0 era, the FMCG companies should innovative the model of sports marketing integrate traditional media and new media to realize the maximum value of sports marketing.